How to Generate More Leads and Nurture Your Existing Ones
How to Generate More Leads and Nurture Your Existing Ones
If you don’t know what lead nurturing and generation is, you’re missing out on a great deal of opportunities to keep existing customers and attract new ones.
Many businesses either simply don’t have a lead generation / nurturing strategy in place as part of their inbound marketing or just don’t know how to implement one to produce measurable ROI on your marketing spend.
This blog post talks you through:
- What’s the difference between lead nurturing and generating?
- Ways of generating more leads
- Why you should be nurturing your leads
What is the difference between lead generation and nurturing?
A lead is a person who has indicated interest in your company’s product or service in some way, shape, or form.
It works like this: a visitor clicks a call-to-action (CTA) that takes them to a landing page where they fill out a form to get an offer, download an eBook or sign up to a newsletter. At which point they then become a lead.
Many make the mistake of thinking that lead nurturing and generating is interchangeable or the same thing.
This couldn’t be further from the truth.
In fact, for most businesses, regardless of the industry or the products and services being offered, lead generation and nurturing is a critical component of a successful sales and marketing strategy.
Let’s say you run a restaurant. Keeping your customers happy by providing them with amazing food and service is the sole purpose of your business in the hopes, they keep coming and then tell their friends about you too!
As well as serving great food, you have to nurture these relationships to turn those customers into advocates of your brand and keep them coming back for more than just the carbonara.
As well as existing customers you also want to keep new customers coming into your restaurant.
Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service.
Ways of Generating More Leads
Let’s go back to the basics.
A visitor comes to your website via your extremely compelling CTA, which then takes them to a landing page on your website. Here they have to fill out a form to receive free information i.e an eBook, offer or subscription to a monthly newsletter.
To generate more leads there are a number of marketing techniques you can use to collect your prospects data and turn them into leads.
A few ways to generate leads are:
- Use the social media channels your target buyer personas are using.
Now we’re not just talking about using Linkedin as a prospecting tool.
Your brand should be present on the main channels your buyer personas are. How else can you expect to connect with your audience if you’re not hanging out where they are?
Social media is also great for social listening and monitoring. This means you can get the chance to keep tabs on what your audience is interested in and what they’re saying about your brand.
Your social media is a chance to show some personality and interact with your brand in a more informal environment.
- Write blog content
Are you writing blogs yet? You should be. Start by writing about what you’re an expert in. When producing topics for your content, think about the types of questions your target audience want answers to and will be searching for.
Use compelling call-to-actions inside your blog posts to direct traffic to a lead generating form to turn these prospects into leads.
You can also include internal links inside your blog posts, this keeps traffic on your website for longer, by bouncing your prospect around your website. This increases the chance of your prospects converting into a lead at some point on your website.
- Attend networking events
Get stuck in at networking events!
Not only are networking events a great place to make new connections and generate leads- but they’re normally also great for bagging some free food or a drink at least!
Make attending these events part of your lead-generation activity, it’s a great way to grow your reach and potentially drum up new business.
We know networking can be daunting- so we’ve written a few tips so you’re not jumping in completely blind!
- Mingle, be human and have fun. Don’t take things too seriously!
- Bring business cards to hand to your new acquaintances. Oo-er.
- Ask to connect with people on LinkedIn if you think they have potential- you can just do it from your phone.
- Eat and drink as much free food and drink as you can stomach.
- Email sequences
Implement an email sequence for your generated leads, each sequence should be tailored to your lead and the way they have interacted with you.
For example, if a lead converts with you through a form in front of an eBook you can create an email sequence that follows up from that.
It would look something like this:
- Email 1: Address the leads pain points derived from the eBook topic
- Email 2: Follow up on eBook download
- Email 3: Reference a past case study
- Email 4: Reach out one last time
Email sequences are an important part of your lead nurturing strategy, they allow your brand to send a timely follow up to your warm lead before they go cold.
There is a 20% increase in sales opportunities from nurtured vs non-nurtured leads. Furthermore, the research also reveals that companies that excel at lead nurturing generate 50% more sales at a 33% lower cost!
Why You Should be Nurturing Your Leads
You might be a lead generating machine with compelling CTA’s, a kick ass social media strategy (build one of these here) with impactful e-marketing campaigns.
BUT. None of this really matters if you’re not nurturing your leads once you’ve generated them.
Implementing an effective and coherent lead nurturing strategy can have a huge impact on the results of your inbound marketing strategy.
Marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads.
The aim is to coax the prospects you’ve created (from your amazing lead generation) to the point where they turn into paying customers.
When it comes to lead nurturing, one size certainly does not fit all.
Your lead nurturing strategy should be designed around each of your buyer personas, each persona will require a different type of messaging and different content depending on their stage in their buyers journey.
Strategically nurturing your leads using targeted content can significantly improve the results of your marketing strategy.
What lead nurturing tactics can you use to warm your leads up from cold to hot hot hot!
Lead generation and nurturing are two valuable parts of your marketing strategy, get it right and you’ll notice an increase in revenue!
If you need any more tips and tricks on your lead nurturing / generating strategy, or if you simply don’t have one- then hit us up.
We’re experts in growth marketing specifically inbound marketing, we work with you to create measurable campaigns with proven ROI on marketing spend.